For more than 30 years, LA grocery delivery company 'Pink Dot' has been giving local Angelenos the products they need (and famously serving as the only delivery company to include alcohol and cigarettes on its menu). While the service itself is much the same as it has been for years, the company has recently undergone a branding shift to better align itself with the tastes of Millennial consumers.
Considering the market penetration of other delivery companies like Amazon and Uber Eats, Pink Dot might very well have been swept away by the tide. However, the company has been able to reference its iconic and slightly seedy roots in the LA area to focus in on the tastes of the city's affluent Millennial and Gen Z consumers, positioning itself as a more authentic alternative to the big guys.
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